Most people think music is about the notes.
But think about the silence between the notes for a second. Doesn’t the absence of sound complete the composition?
Without the silence, you only hear dozens of notes jostling madly into each other, causing a cacophony.
Copywriting is a bit like writing a concerto.
You may believe that copywriting is only about words. If so, you are forgetting about critical, invisible elements that affect whether or not you make a sale.